Background The use of groups for providing and accessing breastfeeding support on Facebook (BSF) is now widespread, including groups aimed specifically at mothers in specific areas. Some of these groups are created and/or facilitated by midwives, but little is known about their motivations or experiences. Objective To examine how midwives involved in providing breastfeeding support via a local BSF group perceive the value of this provision and what are their experiences of creating these services and of engaging with mothers online. Methods Semi-structured interviews were conducted with midwives between July-September 2021, and thematically analysed. Results Three themes were identified in relation to the research question: (1) Imperatives and Value, (2) Goodwill & lack of resources, (3) Community of Practice. Theme 1 described that groups were seen as a necessary part of developing services to meet the needs and expectations of the current generation of mothers, and to improve dire breastfeeding rates. Theme 2 identified that BSF groups are reliant on both midwives and peer supporters working voluntarily, issues of sustainability and frustration at the lack of value placed on their time, skill and investment. Theme 3 highlighted the function of BSF groups as communities of practice, providing opportunities for social learning for all members and personal and professional benefits for midwives. Conclusions Findings have identified that midwives become involved in delivering online support motivated by a belief in the value of this provision, but feel unsupported by wider services in doing so. Midwives have concerns about the sustainability of this provision regardless of its value whilst it remains reliant on volunteers, and call for further support. Significant benefits for midwives derived from involvement were highlighted which should inform further research, guidance and investment.

The authors have declared no competing interest.

This study did not receive any funding

I confirm all relevant ethical guidelines have been followed, and any necessary IRB and/or ethics committee approvals have been obtained.

Yes

The details of the IRB/oversight body that provided approval or exemption for the research described are given below:

Ethics Committee of Swansea University gave ethical approval for this work

I confirm that all necessary patient/participant consent has been obtained and the appropriate institutional forms have been archived, and that any patient/participant/sample identifiers included were not known to anyone (e.g., hospital staff, patients or participants themselves) outside the research group so cannot be used to identify individuals.

Yes

I understand that all clinical trials and any other prospective interventional studies must be registered with an ICMJE-approved registry, such as ClinicalTrials.gov. I confirm that any such study reported in the manuscript has been registered and the trial registration ID is provided (note: if posting a prospective study registered retrospectively, please provide a statement in the trial ID field explaining why the study was not registered in advance).

Yes

I have followed all appropriate research reporting guidelines and uploaded the relevant EQUATOR Network research reporting checklist(s) and other pertinent material as supplementary files, if applicable.

Yes

All data produced in the present study are available upon reasonable request to the authors